b"70 Dulles Ad Campaign Uses HumorIADAIR SERVICE DEVELOPMENT and Interactive Media to EncourageLocals to Take to the AirBY SCOTT BERMANFACTS&FIGURES Project: Advertising Campaign Sponsor/Subject: Washington Dulles Intl Airport Airport Operator: Metropolitan Washington Airports AuthorityCampaign Timeline: Oct.-Dec. 2024 Washington Dulles InternationalJaimini Erskine, vice Target Audience: Residents & commuters in Washington,Airport (IAD) recently executedpresident of Marketing D.C. metro area a multi-pronged advertisingand Concessions Content Theme: Any reason is reason enough to travelcampaign that speaks to strategic,for the Metropolitan from Dulles Intl technological ways airports can connectWashington Airports Sample Phrase: Because the globe isn't going to trotwith potential passengers. The mainAuthority (MWAA), itself. message to consumers? Any reason isexplains that the Media: Traditional, digital & streamingreason enough to travel from IAD.campaign was designedJAIMINI ERSKINEThe Because Reasons campaign ranto characterize IAD as Of Note: Digital outdoor ads on bus shelters changed inthe ideal point of departure for travelersreal-time to play off of local weather October through December 2024, and was designed and implemented in thewherever they want to go, and for whatever Advertising Agency: Hart reasons. This was our way to inspire travel, Ad Illustrations: Studio Posti Washington, D.C. metro area by Hart, asays Erskine.brand transformation agency. In addition Animation for Streaming Ads: This n That Studio to traditional formats like bus ads andThe campaign was a cooperative effort Mobile Billboard Displays: Do it Outdoors Media posters, it included video and audioof MWAAs Marketing and Concessions Bus Shelter Network Services: Clear Channel messages on streaming media and digitalDepartment and Air Service Development Ads on Bus Exteriors: OutFront display ads on bus shelters.Program, which are siblings within the May | June 2025AirportImprovement.com"